ABSTRACT
This chapter suggests how to organize marketing and communication in a market-oriented organization and what motivates people in an organization. It shows how to stimulate innovation and presents the main pitfalls in planning. A marketing plan can be successful only if the people involved in the implementation are motivated to implement the task. Effective implementation of a strategy is essential for success. Managers can make excellent plans, but a plan will be effective only after a good implementation, and that implementation is achieved by the employees. A goal of leadership is to influence individuals to reach a certain goal. Marketing implementation is more successful if leaders create an organizational culture that is characterized by open communication between personnel and managers. Motivation and innovation grow best in organizations where employees have room for their own responsibilities. Motivation is larger because employees have more control in their job.
